The California Consumer Privacy Act took effect Jan. 1, 2020 in California. The law requires companies to notify users about how their user data will be used and monetized along with giving them straightforward tools for opting out. The CCPA was signed into law in June 2018. It is designed to thwart incidents similar to the Cambridge Analytica scandal and incidents such as when DNA-based genealogy firm 23andMe gave pharmaceutical company GlaxoSmithKline access to anonymized data from millions of customers. Critics argue a federal privacy law that provides consistent guidelines would be preferred.
Source: https://threatpost.com/california-adopts-strictest-privacy-law-in-u-s/151497/